There’s often an astounding disparity between how you think customers feel about your products and services and how they actually do feel. Operational data (O) – like costs, revenues, and sales – show what is happening in your business. But you also need experience data (X) to understand the feelings of the people involved and why things are happening. SAP Experience Management solutions combine X-data and O-data. By collecting experience data at every meaningful touchpoint, you can analyse and understand experience gaps – and determine what to do about them.   Your company can then automate actions across business functions to drive improvement in customer, employee, product, and brand experiences.